Marketing management Case Study Example | Topics and Well Written Essays - 1750 words

Marketing management - Case Study Example This product will offer an opportunity for people to be able to share the ice cream with dogs. Strategy The main strategy is to ensure that the ice cream is available in the market at ease. This will create customer loyalty towards the product. In addition, diversification of the product will reduce risks that might affect one product. It will also help to attract different customers who have different tastes of products. Another strategy is ensuring that the product satisfy the expectations of the customers. This will enable the product to remain competitive in the market. Tactics In order to get adequate profits from the market, the marketer will be expected to use different sales persons in order to reach customers from various regions. In addition, the cream will merge with ++++ ice cream parlour in the Bullring. This tactic will reduce the cost of distributing the cream. Once the product penetrates the market, it will become easier for the producer to distribute the product on i ts own. This tactic will also be able to reduce the price of the commodity in the market. This is because merging will help in lowering the breakeven price of the commodity therefore, creating a larger profit margin. Lower price of the product will therefore; attract customers who will be willing to test the product. Intense advertisement will also be a tactic that will play a major role in ensuring that the product penetrates the market. ... According to the data collected, the best way to segment the market the market is through the use of age and gender. In Birmingham city, women purchase dog food more than their men counterparts. As a result, they are to be the main target customers. Women are also associated with high consumption of chocolates. This behaviour will make these chocolates have an upper hand in the market as they can serve two purposes. Market can also be segmented through age. Old people mainly look for companionship from dogs. As a result, targeting these people to be potential buyers will be an important aspect that would increase the overall profits. This will be achieved through producing creams that are fit for old people i.e. not so sugary. In addition, advertisement of these creams should be targeting the old people. Location of the people is another tool to be used in segmenting the market. This involves pricing of the product according to geographical location and the level of competition in th at region. Customers who are near the source of the product will have an opportunity to purchase the product at a lower cost as the cost of distributing the product is low. In addition, market that is saturated with competitors will require price segmentation in order to attract customers to purchase the product. Use of price as a tool of segmentation should be well calculated. This is because many customers especially in Birmingham believe that cheap products are of low quality. Another method that will be used to segment the market is through product differentiation. This involves branding the products to make them unique. This will be important as the customers will be able to identify the product